Cycling hero Bradley Wiggins has moved to rebuff fellow Olympic stars who have ‘cashed in’ on their fame through stints on TV shows such as Strictly Come Dancing or product promotion.
Questioning the commitment of athletes who find the time for such extra-curricular activities Wiggins said that he was eschewing such glam in favour of more graft on his bike.
Speaking to the BBC Wiggo said: “My saving grace is that I haven't gone out and tried to cash in on the Olympics and got my face everywhere – got on game shows and all this stuff – like most of them have done.
"I went back to work on 1 January. I've been out there grafting with my team. I've gone back to trying to do what we do best – and that's trying to win bike races."
Though refusing to name names some athletes have risen to prominence in recent months; notably bronze medal winning gymnast Louis Smith who became Strictly Come Dancing champion last year ahead of gold medal winning cyclist Victoria Pendleton.
Wiggins is currently training for this Saturday’s Giro d’Italia, hoping to become the first cyclist ever to win that race and the Tour de France in the same year.
Other Olympians who have 'cashed in' include Jessica Ennis, who is currently appearing in an advertising campaign for Santander, while Mo Farah has appeared alongside another Gold medalist Usain Bolt in an advertising campaign for Virgin Media.